Key Moments:
- Senator Marty Deacon reintroduced Bill S-211 to establish national sports betting advertising standards
- Public opinion polls have shown strong support for curbing gambling advertisements in Canada
- The Senate Standing Committee on Transport and Communications advanced Bill S-211 to its third reading
Legislative Action Accelerates
Momentum around regulating sports betting advertising in Canada has increased as Senator Marty Deacon has once again brought forward a bill aimed at establishing national standards. Bill S-211 comes after the earlier Bill S-269 failed to progress when the previous legislative session ended with Prime Minister Justin Trudeau’s resignation in early 2025. Although Bill S-269 passed the Senate in November 2024, it did not become law. Under Deacon’s new proposal, the Minister of Canadian Heritage would be responsible for developing a unified federal framework, setting rules around the frequency, positioning, and content of gambling ads, similar to those that already exist for alcohol and tobacco.
Committee Review and Ongoing Discussion
The Senate Standing Committee on Transport and Communications recently resumed consideration of this issue, briefly debating the latest proposal before forwarding it for its third Senate reading. Senator Deacon addressed the national need for uniform standards, highlighting the patchwork of existing regulations and the importance of federal leadership:
“We need a common approach, a national standard similar to alcohol, similar to tobacco ads, that is not patchwork. And that’s why the government has to take the lead on this,”
Mounting Public and Policy Pressure
Concerns over widespread gambling marketing have intensified since Ontario launched its open iGaming market in 2022. According to a Maru Public Opinion Poll conducted last year, 59% of Canadians support a total ban on gambling advertisements. More recently, a Leger study reported that three out of four viewers exposed to sports betting ads believe there is too much advertising. The Alcohol and Gaming Commission of Ontario (AGCO) responded to public concern by tightening ad regulations, including prohibiting athletes and celebrities from appearing in gambling promotions. In the first year of these new rules, some operators incurred fines for violations.
Market Data and Industry Response
Data from ThinkTV indicates that gambling ad volumes may be decreasing; in 2024, only 189 of 28,000 reviewed ads were gambling-related, compared to 442 such ads in 2022. At the same time, the Canadian Gaming Association (CGA) and Ad Standards are developing a voluntary advertising code for industry players to further enhance self-regulation.
| Year | Total Ads Reviewed | Gambling-Related Ads |
|---|---|---|
| 2022 | 28,000 | 442 |
| 2024 | 28,000 | 189 |
Reactions across the sector are mixed. Major sports leagues such as the CFL, NFL, and NHL have spoken against Bill S-211, expressing concerns about the potential impact on advertising revenue and contractual relationships. Some industry representatives caution that excessive restrictions might channel consumers to offshore operators lacking regulation. Conversely, proponents of the legislation argue that a standardized national approach would enhance consumer protection and bring consistency to a system where provinces currently act independently.
Policy Backdrop and Future Developments
Since the legalization of single-event sports wagering in 2021, provincial governments have managed online betting in Canada. Ontario stands as the only province operating a full commercial iGaming model; Alberta is in the process of creating a parallel framework. The ongoing debate in Canada closely mirrors policy discussions in the U.S., where similar federal restrictions have been proposed but have not advanced.
Currently, Bill S-211 continues its passage through the Senate, drawing widespread public scrutiny as legislators evaluate the best path forward to balance consumer protection, market integrity, and the interests of the industry in one of North America’s most scrutinized gambling markets.
- Author
Daniel Williams
